Your brand’s positioning statement is NOT your tag line, your elevator pitch or the introductory paragraph on your web site. Your brand’s positioning statement is a road map for marketing activities. The Customer Avatar experience: ease and convenience when a car arrives at his location almost instantly with one tap of a button. This description of the desired audience will support a clear targeting effort; it creates a simple, powerful filter, clarifying exactly who to target with marketing communications. They take the time to get to know our business and goals and because of it, they are able to offer great creative direction. The Brand Promise is the unique benefits available from this brand, and the reasons to believe that the brand offers for this promise. Examples of target audiences for other life science companies could include the following. Identifying what truly makes your brand unique may not come easily – but will be time well spent. David serves on the board of NCBio. Their Customer Avatar: Again, though almost anyone can catch a ride with an Uber driver, their imagery typically caters to 30 and 40 somethings who live in an urban setting. Amazon.com used the following positioning statement in 2001: For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Your brand’s positioning should be relevant, unique, credible, clear and stable. having a good positioning statement. A brand positioning statement is a document that’s been created for a business and its brand. Here are some key points that are important to understand as you create a positioning statement. Positioning statement is important as it helps the product or service connect with the customer. First, let’s look at the Positioning Statement template and a fictitious example. It also sets the direction of the business, it’s branding and marketing strategies. The issue of Brand Personality and Values is a larger topic that can be tackled in a future issue. Then we’ll examine each of the components in turn. Though this statement isn't directly included in advertising messages, it … Second. It’s pretty simple. The positioning statement should be an honest reflection of your product, service, or brand. “Quality results” or “quality products” are not unique benefits. Your brand’s positioning statement should be authentic and backed up by your brand’s behavior. That’s because, as consumers, we’ve been trained to understand that taglines are inextricably linked to the brands we know. It helps filter future actions, guiding your brand in making decisions about issues large and small. Determine your Customer Avatar (“My what?”). A graphic designer and digital marketer by trade, Tara (Brouwer) Kester started Shovel Creative in 2010 out of a passion for good design and customer service. This could be narrowed further by using additional constraints, such as geography (e.g., European), therapeutic areas (e.g., oncology and cardiology), or total size (e.g., trials with more than 50 P.I. There is a tendency to define the audience too broadly. Crafting a well-thought-out positioning statement takes time; it’s a process of discovery. He has taught at the Kenan-Flagler Business School at UNC-Chapel Hill and at the College of Design at NC State University. Why? A positioning statement is a strategic tool used in marketing. Do you perform your service faster than anyone else? Sound intimidating? Fourth. Home › White Papers › Crafting a Clear, Effective Positioning Statement for Your Life Science Brand. For fun, she enjoys being outdoors by way of rock climbing, hiking, camping, and the occasional surf session. Competitive analysis addresses all of the following factors EXCEPT _____. Once you have gathered your competitors’ positioning statements, perceptual mapping makes it easy to see how you are positioned relative to them. The following is one that we have found very useful. Clear positioning is absolutely essential if you want to create the proper image in your audiences’ mind. Market analysis addresses all of the following factors EXCEPT _____. Let's conduct a quick evaluation of this real positioning… Your positioning will be stronger if the benefits delivered are unique. 3. Brand Positioning Statements Defined . Go through steps 1-4 and fill in the blanks for the brand positioning statement formula. This positioning statement is the core message […] The following is a snippet from The Marketing High Ground. It acts as a filter for making decisions about your brand’s marketing activities. Here is the Positioning Statement template: Here’s a specific example, based on a fictitious clinical trial staffing company that we’ll call MoniTrendz (and as they say during movie credits, any relationship to any actual company is purely coincidental). For this character, you’ll want to assign “demographic” attributes such as job title, gender, education level, salary, family status, blogs frequented, favorite books/magazines, etc. Do you have any unique systems or processes that no one else uses? Now it’s your turn to use these brand positioning statement examples to craft your own. That was no accident. But even with a simple template, writing your brand’s positioning statement is not a trivial task. The Customer Avatar experience: accessibility to a well-designed, affordable furnished home. A good positioning statement is a guidepost for your marketing efforts. David has authored articles published by Life Science Leader, Impact, and PharmaExec magazines and MedAd News. not identifying benefits that are unique. Your unique benefits should truly be motivating, compelling advantages for the target audience. A mission statement should include all of these components EXCEPT: A. The positioning statement must be unique. No other competitor should be able to write an identical positioning statement. But they’ve still created one—or many. How it makes Bridesmaid Beth feel: free and flexible. Proprietary software for tracking samples being shipped to clinical sites, or, A guarantee related to cost, such as a low-price guarantee, or a money-back guarantee, or, Compliance with existing regulations (e.g., approved by the FDA or listed by UL), Historical validation (15 years of experience). So, what makes a good positioning statement? Your reasons to believe should create a clear link between your brand and the benefits delivered. (Product Name: Southwest) enables (customer: Bridesmaid Beth) to experience (what: freedom to fly to her friend’s weddings without breaking the bank.). I love Southwest. Required fields are marked *. 4. The key here is to narrow your focus to the single most important audience – greater specificity in this description will permit greater filtering of the larger universe of all prospects and support more focused communications and more effective outreach. In deciding among the four general targeting methods,a marketer must consider two factors.These factors are _____. But it’s not impossible. They’ve generated millions of dollars each month from their own internal brands and share how they do it plus their data trends with other marketers. a. overall level of demand b. trend of demand c. government regulations d. geographic location of demand e. market analysis addresses all of the above factors (c; Easy; p. 73) True/False 11. Further, the specific roles within those companies are specified: those who have decision-making responsibility for clinical monitor staffing. Read part 1. To scale upon her core values of never leaving a client hanging or missing a deadline, her very first hire was a project manager. There are many possible templates for positioning statements, and in some of them, your brand’s competition may be referenced. If you choose to use these alternate positioning statements, do not overreact to your competition by defining your brand only in terms of what the competition offers or does not offer. It is possible to claim a very broad marketing position, if you do it before your competitors. The typical answer is “No,” so the claim is not unique. It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. And it’s a very powerful statement if A.) In essence, the Brand Promise covers how customers will benefit from the choice of your brand, and why a customer should believe that these benefits would be available to them once they made this choice. Well, they shouldn't be. (Product Name) enables (customer) to experience (what). The positioning statement should be approached from the point of view of your target audience. You can simply write your positioning statement in a brainstorming session, although it may be more useful to develop it as part of a wider journey. In less than 5 seconds it tells your visitor who you serve, what you do, and why it’s uniquely better than any of your competitors. What they do better: Low fares, no hidden fees (transfarency®), free checked bags, and no change fees. you do the leg work to get you there and B.) Examples of unique benefits for other life science companies could include: The reasons to believe are the compelling proofs that the brand can deliver the promised benefits. Instead, its purpose is to help guide all your and your staff’s activities associated with a specific target customer group. Read on to learn more about what makes a successful brand positioning statement and how you can create one for your business. Remember that this language is intended only for internal consumption; it will not be shared with external audiences, but will be used as a filter when making internal decisions about external marketing activities. I’m going to let a company called Digital Marketer do that. A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand. Let’s just call her Bridesmaid Beth. He was named Best Consultant in the inaugural 2013 BDO Triangle Life Science Awards. But even with a simple template, writing your brand’s positioning statement is not a trivial task. These … Specific benefits are better than general benefits. Forma works with life science organizations to increase marketing effectiveness and drive revenue, differentiate organizations, focus their messages and align their employee teams. You can get a good start towards creating a solid positioning by using this template as a framework – filling in the blanks with the details of your specific situation. Brand Positioning Statement Examples. That just stays with you and your internal team. You’ll also want to assign “psychographic” attributes such as life and business goals, values, and pain points. Tara has worked with high-profile brands such as Sony Online, Lexus, Pantone, Activision, THQ, and Warren Miller. If you don’t have a clear sense of your desired positioning, you can’t create effective marketing. With that said, the goal of your positioning statement is to create 1)credibility and 2)relevance. Though it may read like something from your promotional materials, your positioning statement is an internal tool. How it makes City Sam feel: in control, at ease, and safe. In the future, you […] They are statements that reflect your unique offering. And what’s their hook? Positioning Statement – is the description of the company’s objectives for a specific strategy.It helps set the business apart from its competition. A good positioning statement is a gui… The brand positioning statement: (Product Name: IKEA) enables (customer: Starving Artist Sarah) to experience (what: accessibility to a well-designed, affordable furnished home.). Forma Life Science Marketing is a leading marketing firm for life science, companies. A positioning statement is an expression of how a given product, service or brand fills a particular consumer need in a way that its competitors don’t. The statement will generally be an internal document, although it should be used as a guide to ensure all content is consistent. lets look at some good positioning statement examples. So let’s dive in and see examples of the leg work mentioned in steps 1-4 and then apply that to the formula for these brand positioning statement examples below. It also provides you with the opportunity to let the client know your intentions before you discuss anything. Basic types of products or services to be offered B. Examples of market context for other life science companies could include: The unique benefit delivered is one or more benefits that the brand can supply. Where does your company stand on price? He is the named inventor on more than forty patents in the US and abroad. Their Customer Avatar: IKEA says in their mission statement that they’re “for the many people”. Do you remember Southwest’s old slogan “You are now free to move about the country”? Remember – even under the best of circumstances it takes time for your brand’s positioning to work its way into the audience’s consciousness – by which point the tools would be available. Decision makers within start-up companies (filtered by stage of growth) responsible for choosing development partners supplying toxicology services (filtered by function), C-level employees with extensive scientific training (filtered by educational level) who are risk-averse (and whose data is recorded in, Contract manufacturing organization specializing in lyophilization (filtered by specialized services), or, Manufacturer of high-volume diagnostic equipment (filtered by product) for core laboratories, or. Simply saying that you’re “higher quality” doesn’t mean anything. When implemented correctly, the positioning statement can guide not only the choice of promotional messages, but affect many choices related to the other “P’s” of marketing, such as product mix (see the first issue of this newsletter). Fabulously Healthy is a fitness studio that offers one-on-one personal training and a variety of exercise classes to adults of all ages and fitness levels in the Brickton area. They will also tend to be more unique. Here we go. Now it’s your turn to use these brand positioning statement examples to craft your own. They’re not perfect. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. Each benefit does not have to be matched up to a specific reason to believe. Friendlier than anyone else? You’ll note that this language is not graceful. Even experienced marketers struggle with this and prior practice definitely helps. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. Your brand’s positioning statement is strategic in nature. The same goes for customer-viewable presentations and whitepapers. You can also use the positioning statement to communicate with the marketing services partners you will work with (advertising agency, designers, media buying, web marketing, consultants, etc.) More details of this positioning statement example, including many others, can be found in the book. sites). We were so happy with our web design from Shovel on a major project that we continued with them on retainer. David Chapin is author of the book “The Marketing of Science: Making the Complex Compelling,” available now from Rockbench Press and on Amazon. The word ‘Quality’ has no place in positioning statements. It is worth putting yourself in your competitors’ shoes to determine what their likely responses might be. The following positioning statement example was used by Amazon.com in 2001, when it sold books almost exclusively: For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Obviously, there are many audiences you ultimately need to reach. Sample Positioning Statements. Most firms will claim that they provide quality products and services. The positioning statement is created to help the company sell more products, by better appealing to the customer segments and promoting the products and services. 2. They’re the easiest way around with just a tap of a button, you can get rides anywhere and any time of day, it’s low-cost to luxury (you choose), it’s reliable, no phone calls to make, no pick-ups to schedule, and it’s a safe, affordable and convenient alternative to driving if you’ve been drinking. Third. To subscribe to this free publication, email us at info@formalifesciencemarketing.com. that provides clinical monitors with a guaranteed minimum of three years experience, combined with a program offering discounts for signing contracts for multiple compounds (the unique benefits delivered). It outlines the distinct benefits a company or product offers to a specific type of customer, relative to competitor brands. 1. Plus their punny posters in the jet bridge make me snicker. So I’m here to finally break the tie and give it to you. The centerpiece of the position is often a tagline communicated externally, but positioning statement itself is meant for internal purposes only. They’re not really positioning themselves against their greatest competitor, Lyft. But when you look at the photos on their website or take note of fellow shoppers while penciling in your aisle number, you’ll notice that it’s a lot of college students and young(er) adults trying to find an affordable, yet stylish piece of furniture. 1. The execution of this formula, however, is not simple. This can be even more difficult in a highly regulated life science market. I’ve seen their marketing campaigns appeal to the weekend warrior, the business traveler, and the friend who always has to fly to the next friend’s destination wedding. Identify what the second and third steps mean for the experience of your Customer Avatar when they interact with your brand. Your email address will not be published. Please note that these benefits and the following reasons to believe are not filters that narrow the target market. And you’ll know who these people are by doing this exercise. Crafting a Clear, Effective Positioning Statement for Your Life Science Brand, Important points about your positioning statement, Focus on your core audience, not every audience, Common mistakes in writing a positioning statement, Using Two Dimensions of Positioning to Create a Competitive Advantage in the Life Sciences, Positioning is one of the most crucial aspects in marketing your life science brand. As covered in the last two issues of this newsletter, positioning defines your brand’s Context, Promise, Personality and Values. So you’re tasked with figuring out the brand positioning  statement of your company or the company you work for and don’t know where to begin. So, getting this aspect of your brand’s positioning right is the most important factor in developing a successful statement. So what does Uber say they do better? The brand positioning statement: (Product Name: Uber) enables (customer: City Sam) to experience (what: ease and convenience when a car arrives at his location almost instantly with one tap of a button.). Note that the MoniTrendz example filters the target audience from all drug development companies down to just those companies with a pipeline of multiple compounds ready for clinical trials in the next two years. Let’s call Uber’s Customer Avatar City Sam. Sure we’ve all shed some tears trying to assemble that IKEA TV console that falls apart a year later. It simply breaks down a business’s goals, target audience, system of beliefs, and more. Again, specificity here will help when you later use this positioning statement as a filter for marketing choices. The template I’ll use in this paper will cover the Brand Context and the Brand Promise. Though it may read like something from your promotional materials, your positioning statement is an internal tool. 10. Digital Marketer teaches digital marketing agencies how to be better digital marketing agencies. If you feel tempted to include language about your quality in your positioning statement, ask yourself this question: Does your brand have any competitors that will not claim “quality” as a benefit? And here’s a tip—this statement can and should be used for the main message on the top area of your homepage. Download this Brand checklist to be sure. Go through steps 1-4 and fill in the blanks for the brand positioning statement formula. Let’s call this Customer Avatar Starving Artist Sarah. There are obvious benefits to your business in offering your customers benefits that are available only from your organization (such differentiation allows you to charge a price premium while increasing customer loyalty, after all). These are specific emotions. Since the target audience and market context are typically the same for most of your competitors (though they, too, can provide opportunities to carve out a distinctive position), either the benefits delivered or the reasons to believe must be unique. In other words, it is a marketing tool. Claims of technical superiority (e.g., uses 25% less reagent). A good positioning statement is a guidepost for your marketing efforts. Companies follow a step wise process known as a positioning process to build a good positioning statement. Particularly in a regulated environment this is not always possible, so the uniqueness of your positioning statement could be derived from a combination of factors, such as addressing a particular market and a particular set of reasons to believe. This works if you have zero to maybe one other competitor. How do you write an effective, powerful positioning statement for your life sciences brand? Between the internet and the old-fashioned approach of just being a customer of your competitors, you can figure this out. In that sense, your positioning statement should reflect the truth. A brand positioning statement is a concise version of your mission or vision statement. 1. Read below for a three-step process anyone can use to write a great positioning statement for your products. All marketing strategies and tactics need a well-constructed positioning statement to help maintain focus. The brand positioning journey. What they do better: Low prices, good design, and offer almost every type of item you need to furnish your home. (And having a positioning statement saves you tons of time in the long run.) In some circumstances, however, it is acceptable to write your positioning statement based upon future events. © 2009 Forma Life Science Marketing, Inc. All rights reserved. It helps you maintain focus on your bran… She is also committed to leadership and supporting her team. So what’s their formula for a brand positioning statement? These proofs should be verifiable before purchase by a prospect; in other words, you shouldn’t have to already be a customer to verify the reasons to believe. The most difficult part of developing your positioning is defining what makes your brand truly different. 4. The purpose of writing a positioning statement during strategic planning is to ensure that all your marketing activities for a customer group are consistent and clear. It is private language that acts as a decision-making filter for your public communications. A positioning statement provides direction or focuses on your business or organization. It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. They'll always be our first choice for web projects. You’re truly going to need to know the “what” of what your competitors provide and what you provide and who does what best. Sometimes a strategic positioning statement sounds like a tag line or a slogan. He has lectured and presented to numerous groups about various topics in marketing. First. using reasons to believe that are too soft or are not verifiable before purchase. Taken together, the reasons to believe should be proof that the brand can deliver the unique benefits. The challenge is that whether you ask Google or a million people with a marketing degree, there is hardly a consensus on the end-all-be-all definition and formula of a brand positioning statement. Positioning is one of the most crucial aspects in marketing your life science brand. Impact Marketing: How To Increase Sales With Your Branding, How To Perform A Simple Social Media Audit for Your Company, Impact Marketing: How Sales And Marketing Work Together, 10 New Website Design Trends That We Applaud, Impact Marketing and User Personas: Creating Branding That Resonates, Impact Marketing: Develop a Content Marketing Plan that Gets You Leads. You want the target audience to think of your company as the top provider of the product or service in this market segment. 2. What they do better: Keep in mind that Uber positions themselves against the alternative of them being there—like taxis, walking, and driving yourself. 8 Examples of Successful Brand Positioning Statements Typically, when you look at a consumer-facing ad, you’re seeing the brand’s tagline and/or current marketing message. Again, if you can’t answer “yes” to all of these questions, then circle back and refine your statement until you can. Because this is private language, do not worry about making it sound attractive to your target audience. It is crucial that this benefit – or combination of benefits – be unique. If you’d like to explore the importance of benefits and functional differences further, please read our whitepaper, Using Two Dimensions of Positioning to Create a Competitive Advantage in the Life Sciences. Every brand decision should be judged by how well it supports the positioning statement. No part of this document may be reproduced or transmitted without obtaining written permission from Forma Life Science Marketing. Examples of reasons to believe for other life science companies could include: The positioning statement template is simple – after all, it only contains 4 key aspects that must be customized to each brand’s positioning. As you read this positioning statement, see if you can identify the exact aspects of MoniTrendz’ service that makes them unique. The thing is, most companies do the opposite of this by focusing on themselves in their statement. If you choose this strategy, consider carefully what this will mean for the future of your brand, as defending your claim may be difficult. identifies competitors' future positioning A ____________ is composed of a group of buyers who share common characteristics, needs, purchasing behavior, or consumption patterns. Comment document.getElementById("comment").setAttribute( "id", "cd863b7c711af70e994e9ab07e4d4eab" );document.getElementById("136564ad72").setAttribute( "id", "comment" ); I've worked with many web design companies and Shovel has been one of the best experiences I've had. What is a Positioning Statement. Positioning Statements vs Mission Statements Definition. Your positioning should be targeted to only a small segment, but will be relevant to others outside that segment as well. Their Customer Avatar: This one’s a little challenging since virtually anyone can fly with them. if your company actually uses this statement to power everything they do. The numerous tables, charts, scribbles-in-the-margin documents are best thought of as inputs that will guide the development of a positioning statement. If those tools are not yet in place, but will be in the near future, it‘s okay to create a positioning statement that reflects the availability of these tools. Whether they hear it verbally or read it on your website, your positioning statement is the first impression of information you give to others that provides an overview of your company or brand. The positioning statement template is simple – after all, it only contains 4 key aspects that must be customized to each brand’s positioning. Your brand’s positioning statement is essentially a 40-word elevator “pitch” that tells someone–anyone–who you are and what you do. Don’t worry about this; short, euphonious language is appropriate for touchpoints (taglines, headlines, etc), not for your brand’s positioning statement. Your brand’s positioning statement is private. A Simple Formula. Using the template provided here, you should be able to make a good start on creating effective positioning. A good positioning statement is a guidepost for your marketing efforts. The Marketing of Science is published by Forma Life Science Marketing approximately ten times per year. Whenever you are facing one of these difficult conversations, strategic use of positioning statements can make the situation much more bearable. A positioning statement is one sentence that succinctly identifies the target market and spells out what you want them to think about your brand. to launch the new product. What customers see is the brand slogan or tagline, the marketing campaigns and ads in all of a brand's touch-points.. The firm's managerial philosophy C. The public image the firm seeks D. The government regulations the firm must meet Now that you have your brand positioning statement, now what? Do you have all the components of a successful brand? That taglines are inextricably linked to the brands we know company actually uses this statement power..., and/or the people who fill those roles attributes such as Life and business goals, target audience, of... 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The product or service in this paper will cover the brand positioning should! Of brand Personality and Values is a document that’s been created for a brand 's touch-points public communications subscribe! Their greatest competitor, Lyft interact with your brand and the reasons to believe you... That segment as well of beliefs, and the following factors EXCEPT.! Associated with a simple template, writing your brand’s positioning and communicates complex messages into compelling communications ; we the... To write your positioning statement isn’t to be matched up to a specific strategy.It set! Very broad marketing position, if you want them to think about your brand ’ s competition be! Triangle Life Science Awards identical positioning statement to write your positioning statement up! Business goals, target audience, system of beliefs, and more with them on retainer internal... Exact aspects of MoniTrendz ’ service that makes them unique address the key of. It to you and your staff’s activities associated with a specific type of Customer, relative to.... Quality ’ has no place in positioning statements, and safe may read like something from your,.
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